Thanks to a collaboration with nonprofit Seafood Nutrition Partnership (SNP) that resulted in the launch of an effective marketing campaign, U.S. grocery retailer H-E-B said it expects heightened sales and increased awareness of its fresh, frozen, and shelf-stable seafood at the start of the new year.
The partnership is part of SNP’s ongoing “Fall in Love with Seafood” campaign, which launched last October, and San Antonio, Texas, U.S.A.-based H-E-B’s role in the efforts entails the retailer prominently showcasing seafood visuals throughout its digital and physical stores and offering multiple species to consumers, including salmon, shrimp, scallops, trout, and tilapia.
Along with seafood photos and recipes designed to entice customers, H-E-B is offering savings and deals throughout January, including a digital coupon for USD 2.00 (EUR 1.82) off of H-E-B Fish Market rainbow trout fillets, which, through the discount, are going for USD 6.97 (EUR 6.38) per pound.
The retailer, which operates over 400 stores, will also offer specials on fresh Atlantic salmon, Blue Circle frozen salmon portions, Great Catch tilapia, raw and cooked shrimp, surimi, sushi, poke bowls, and other items, H-E-B Vice President of Seafood Jason Driskill told SeafoodSource.
“At H-E-B, we’re always looking for ways to help our customers save money while providing them fresh, top-quality products,” Driskill said. “Through special offers from this campaign, we want to show Texans the many nutritious and delicious reasons they should eat more seafood.”
Last year, H-E-B ran a similar but smaller campaign in collaboration with SNP and “saw great results that grew our seafood sales,” Driskill said. “With this marketing plan, we want to demonstrate that a collaborative campaign can drive sales for our business, as well as supplier products that are supporting this effort.”
Driskill said a campaign like this is necessary because seafood is not always a staple food on consumers’ grocery runs, especially in many Texas counties, and is “not getting its share of plate compared to other proteins.”
To get seafood in more carts, H-E-B is using various platforms to “build awareness, share tips on flavorful ways to prepare seafood, and underscore its nutritional benefits," it said.
In an attempt to effectively determine the success of the campaign, the retailer will track sales for the brands and products from suppliers supporting these efforts, as well as overall seafood sales at H-E-B, gauging changes in sales units and dollars and the return on marketing investment.
SNP and H-E-B are also working to help customers improve their lifestyles and health, offering dietary counseling through H-E-B’s Wellness Primary Care services.
“We look forward to aligning ourselves with H-E-B’s Primary Wellness Care as a vehicle for consumers to seek dietary counseling and learn more about the essential vitamins, minerals, and omega-3s found in seafood,” SNP Vice President of Marketing and Communications Sarah Crowley told SeafoodSource.
By offering these services, Crowley said H-E-B consumers can live healthier, happier lives.
“This campaign, like the SNP’s mission, aims to spread awareness about the nutritional benefits of eating seafood. We encourage Americans to live healthier lives by incorporating this protein into their daily meals,” Crowley said.
SNP and H-E-B have enlisted key influencers to help get the message out about the health benefits of seafood and to share easy-to-prepare recipes.
One such influencer is Valentine Thomas, a well-known spearfisher, freediving instructor, published author, and sustainable seafood spokesperson. The author of “Good Catch: A Guide to Sustainable Fish and Seafood,” Valentine has around 500,000 social media followers.
Another influencer, Marie Saba, is a self-taught cook, recipe developer, author, and social media influencer. Saba has accrued more than 100,000 social media followers, made appearances on such TV shows as Good Morning America and the Rachael Ray Show, and has been featured in popular food magazines Food & Wine and Bon Appétit.
SNP will share the preliminary results from the H-E-B campaign when it updates National Seafood Council Task Force (NSCTF) members and the industry on the overall Fall in Love with Seafood campaign strategy at a virtual town hall on 1 February.
At the public meeting held via Zoom, speakers will present 2023 accomplishments, campaign strategies moving forward, and the H-E-B results.
“The NSC Task Force has been building the framework for a National Seafood Promotion Campaign on the public health benefits of seafood consumption over the last two years. We are bringing this vision to life in 2024 starting in Texas this month with H-E-B and supplier partners,” SNP President Linda Cornish said in a press release.
Photo courtesy of H-E-B Grocery
